AT&T Funds Expanded Sesame Street Coping Initiative

By John Eggerton
published

Most kids know how to get to Sesame Street, but how to navigate to the new normal during COVID-19 is a harder job.

AT&T is investing half a million dollars and enlisting some familiar furry faces to help kids and families cope with the global pandemic. 

The investment is in an expansion of Sesame Workshop's Caring for Each Others Sesame Street initiative (Sesame Street first airs on AT&T's HBO). 

The goal is to "help children and their caregivers stay healthy, build resilience, and adjust to a “for-now normal.” 

That will include dealing with the "do's and don't's" of face coverings, the illness of a family member, financial insecurity, and how to adjust to what is increasingly a new normal. 

John Eggerton
John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.